The Business of Social Media: Three Crucial Conversations

Move over, Content: Conversation is King. And if your business doesn’t have a voice online, you’re missing a big piece of the marketing pie. But don’t worry. The world of social media isn’t as cryptic—or time-consuming—as you may think.

Social media is simply a set of tools that help build connections. Social media marketing is knowing how to use them. And like any good marketing strategy, it pays to learn the ropes of each online environment before making noise. Here are some tips on using popular sites to build brand connections and customer loyalty, drive business traffic and optimize search engines in your favor.

Twitter

What it is:

Twitter is the fastest growing member-driven media site, according to Nielsen research (nielsen.com, 3/18/09). First posing the question “What are you doing?”, the microblogging site limits posts to 140 characters. These short “tweets” are fast, immediate and addictive sound bites. And since the site has public access, Twitter is a great resource for instantly communicating with potential customers—and even winning “followers” who choose to see all of your posts.

How to work it:

Twitter has faced its share of ridicule for being all about “Me, me, me!” But as its powerful community-building force becomes apparent around the world, businesses are learning how to effectively tap in. New Orleans-based Naked Pizza gained so much business from Twitter exclusive promotions that the restaurant’s billboard now sports the Twitter logo and the company’s username. To get started, create a username that’s easily identified with your business. You can then customize the company profile and background images that will display on your page. You can even upload photos—check out twitpic.com.

If you do one thing on Twitter:

Find out what people are saying about your brand or a topic relevant to your field. Companion sites such as tweetlater.com can automatically track key words for you. Then determine: How can I add value to this conversation? What “real-time” news or limited-time offers could I promote after I win a following? If you’re already updating your website, Facebook page or blog with news, you can set up an RSS feed to automatically post those noteworthy items on Twitter. Visit twitterfeed.com to get started.

Once you join the conversation, it’s important to tweet with regularity, use a consistent voice, and most of all—keep listening!

Facebook

What it is:

Facebook is the most widely used social networking site (compete.com), with the capacity to automatically suggest other members who people might know. While most personal profiles can be viewed only by approved “friends,” business and group pages can have public access. Facebook also makes it easy to upload and house lots of content: photos, maps, and longer messages or “notes.” And while it’s not the place to make a hard sales pitch, it’s just the spot to build customer loyalty and make them feel connected to your brand.

How to work it:

When creating a Facebook profile, remember that engaging and current content is what brings visitors back and earns “friends.” A behind-the-scenes look at your business is one effective approach. Consider employee features, artistic work that you love, and events related to your category. Photos showing people enjoying your brand are a plus. If the content is luring enough, customers will return to see seasonal promotions, offerings, and business highlights that you post as well.

If you do one thing on Facebook:

Find out what people are saying about your brand or area of interest. Search specifically for conversations on group pages, where those interested in a certain topic connect. It could also be an advantage to start a group page of your own. When people join your business profile or group page (or both!), all of their current contacts will be updated with the news. Your business is immediately advertised to dozens—sometimes even hundreds—of potential connections with each “add.”

LinkedIn

What it is:

This site was developed to build business-to-business relationships, and it remains the No. 1 professional network online. Once you create a profile, you can tap into LinkedIn’s advanced search functions to find current and past business contacts—or search for new ones by industry or company.

How to work it:

LinkedIn has become an essential resource for many businesses in terms of recruiting, expanding networks, following up with new leads and joining conversations that position professionals as experts. The more information you enter about yourself and your business, the easier it is for contacts to find you. And the more connections you build in the system, the greater the chance of finding someone who’s already connected to one of your potential leads.

If you do one thing on LinkedIn:

You’ve heard it before—listen to existing conversations first. Search for groups that are discussing issues relevant to your business and find a way to fit in. For example, food service professionals might want to check out the Food Service Professionals Network. Healthcare professionals might find useful contacts in the HealthCare Innovators, Medical, Pharmaceuticals & Biotech Innovation Health Care Network. Start searching and you’ll find the right group for you.

See all news...